CHAPTER I INTRODUCTION
A. Data Collection
The data were collected and selected randomly from Wardah official account on Facebook through this website https://www.facebook.com/wardah beauty/.
There were 50 posts which consisted product pictures and slogans. Those slogans were analyzed by using Keraf’s theory for the persuasive strategies and Aristotle’s theory for the ways how to apply persuasive strategies (how to persuade consumers). The data about persuasive strategies were listed in the table 1.
Table 1. The Types of Persuasive Strategies (Keraf, 2017)
No. Data Types Definition
1
Find your personalized shades
lip cream. Suggestion
Suggesting to find the best lipstick for the consumers’
own preference
2 Let's have a picnic! Rationalization
Presenting a belief that their products could give
consumers the happy feeling like going to a picnic while using their products
3
Meet our main character:
Perfect smooth Matte. Rationalization
Showing the best quality of the product that it was said
“perfect” lipstick that gave the consumers the smooth texture on the lips
21
4
Our hero! Glow finish without
feeling oily. Rationalization
Making the consumers believe that by using the cushion, they would be free from oily face condition
5 Best ombre lips. Identification
Being identified as various kinds of lipstick that could be done in ombre style which was mostly created by teenagers or young woman
6 Your skin barrier repair routine. Displacement
Aiming to promote the product that could be used to repair skin problems
7 Glow finish for campus look. Identification
Targeting university students to buy the products
8 Your on-the-go makeup look. Identification
Being identified as simple and beneficial products that could be brought anytime the consumers went to
somewhere without feeling terrible preparing another makeup
9 Treat your sensation well. Suggestion
Suggesting the consumers that they could feel or treat the scent of Wardah perfume well by having the various scents that they had
10
Reminder: Don't forget to wear
SPF today. Suggestion
Suggesting the consumers to use the product for avoiding sunburn condition
11
Glowing and fabulous: Take your
makeup game to the next level. Compensation
Offering a glowing and fabulous makeup for the better look on consumers’
face
12
Your daily hero for every skin
concern. Projection
Trying to give different thing by offering a treatment that could be used by all women in all skin condition
13 All skin type night routines. Projection
Trying to give different thing by offering a night treatment that could be used by all women in all skin condition
14 New color, new formula. Compensation
To advert the better color with the better formula of the products
15 Perfect smooth, comfort matte. Identification
To identify the products as the perfect, smooth, and comfort lipstick to wear
16
Keep your makeup fresh all day
long. Conformity
To give benefit to consumers that by using Wardah
products, they can be looked fresh during the day
17 Finest scent in every drop. Rationalization
Ensuring the consumers about their best quality in perfume scent
18 The color experts. Identification
The product identified itself as the expert of color that could be used by the consumers
19
Relax your skin and get real
protection. Suggestion
Suggesting to use Wardah mask products to relax the consumers skin face
20 Always ready. Identification
To identify that the product was always ready whenever the consumers wanted to wear it
21 Advanced glowing skin. Rationalization
Showing the reason why Wardah advertised about glowing skin to fulfil the consumers’ need
22 Beauty moves you. Displacement
Aiming to change the
consumers to be looked more beautiful and healthier by using their product
23 Wardah crystal secret. Rationalization
The product tried to offer the quality of crystal formula in their composition of the make up
24
Beauties, don't skip your night
routines. Suggestion
Suggesting the consumers to keep their skin healthy by applying their product every night
25 No drama dry lips. Conformity
Adapting the consumers condition who felt
uncomfortable to use lipstick
26 Stay glowing in Ramadan. Displacement
Aiming to motivate the consumers to stay beautiful by keep using their product even they had to not eat and
drink (fasting)
27 Wardah renew you. Compensation
Offering a treatment that can change their skin become the new healthy and beautiful one
28 Your every night treatment. Rationalization
It offered the quality of night treatment that could be used every day by the consumers
29 Intense crack free. Identification
The product identified as the lipstick that could not be cracked easily if the consumers wore it
30
Find the best eyebrow color for
you. Suggestion
Suggesting the consumers to choose the best color of their favorite eyebrow
31 Berry bright ready to glow! Rationalization
It offered the benefit of various of berries to make consumers’ face were looked glowing
32 Hijabers approved. Projection
This product was different and special in the product formula to make Hijabers women felt fresh and clean for their heir even it was covered by hijab
33 Open a new flawless look. Rationalization
It emphasized the consumers’
look to be flawless as the quality of the product 34 Say hello to our new packaging. Compensation
Targeting consumers’ interest who would be pleased buying
the products by looking at beautiful and eye-catching packaging
35 Start your day with us! Suggestion
Suggesting the consumers start their activities by using Wardah makeup
36 Lips up your day. Compensation
To give a difference than other lipstick that this one was perfect to use along the day
37 Makeup with skincare benefit. Conformity
To give the benefit for the consumers that they would feel the skin be well-treated even they used it as makeup
38 Paint it like the sky. Displacement
Aiming to illustrate that by using their lipstick products, the consumers could feel to paint the lip like the sky
39 Mousse on, worries gone. Identification
To identify that this product would make the consumers felt no worry if they wore the lipstick
40
The powerful drop of
youthfulness. Rationalization
Offering the quality of the product that the serum would make you looked younger
41 Wardah UV shield real protection. Rationalization
Offering the quality of the best sunlight protection of the product
42
Entrust your skincare to the
experts. Suggestion
Suggesting the consumers to believe in Wardah makeup
quality for their skincare
43
Beauty isn't created, but
discovered. Be yourself. Displacement
To emphasize the different thing that this product let you to be beautiful as the way you wanted to by using their products
44
Protect and calming from sunburn
and UV light. Rationalization
Offering the best sunlight cream to protect sunburn
45 Intense color, easy to blend. Identification
Tried to identify the product had the intense color and easy to use
46
Elevate your makeup with perfect
skin preparation. Suggestion
Suggesting the consumers wear the skin preparation products to get their skin better than before
47 Freshen up your day! Compensation
To give benefit as the fresh products that could be used for the consumers’ daily routine
48
Get your Ramadan longlasting
look. Conformity
Offering the benefit for the consumers that the products would be stay during the day even in Ramadan
49 Look bold, look sharp, look alive. Identification
To identify that the product could make the consumers looked bold, sharp, and alive in their appearance
50
Start your day with glowing and
fresh look! Suggestion
Suggesting the consumers to start their activities by
wearing Wardah makeup that could make their face was looked glowing and fresh
The data about the ways to apply persuasive strategies were listed in the table 2.
Table 2. The Way to Apply Persuasive Strategies (Aristotle, 1954)
No. Data Types Definition
1
Find your personalized shades
lip cream. Logos Showing logic or fact
2 Let's have a picnic! Pathos
Tried to touch consumers’
feeling or emotion 3
Meet our main character:
Perfect smooth Matte. Ethos
Showing credibility or quality of the product
4
Our hero! Glow finish without
feeling oily. Pathos
Tried to touch consumers’
feeling or emotion
5 Best ombre lips. Ethos
Showing credibility or quality of the product
6 Your skin barrier repair routine. - -
7 Glow finish for campus look. Ethos
To show credibility or quality of the product
8 Your on-the-go makeup look. Ethos
Showing credibility or quality of the product
9 Treat your scentsation well. - -
10
Reminder: Don't forget to wear
SPF today. Logos Showing logic or fact
11
Glowing and fabulous: Take your
makeup game to the next level. - -
12
Your daily hero for every skin
concern. Pathos
Tried to touch consumers’
feeling or emotion
13 All skin type night routines. - - 14 New color, new formula. Logos Showing logic or fact 15 Perfect smooth, comfort matte. Ethos
Showing credibility or quality of the product
16
Keep your makeup fresh all day
long. Logos Showing logic or fact
17 Finest scent in every drop. Ethos
To show credibility or quality of the product
18 The color experts. Ethos
To show credibility or quality of the product
19
Relax your skin and get real
protection. Pathos
Tried to touch consumers’
feeling or emotion
20 Always ready. Pathos
Tried to touch consumers’
feeling or emotion
21 Advanced glowing skin. - -
22 Beauty moves you. Pathos
Tried to touch consumers’
feeling or emotion
23 Wardah crystal secret. - -
24
Beauties, don't skip your night
routines. Logos Showing logic or fact
25 No drama dry lips. Pathos
Tried to touch consumers’
feeling or emotion 26 Stay glowing in Ramadan. Ethos
Showing credibility or quality of the product
27 Wardah renew you. Ethos
Showing credibility or quality of the product
28 Your every night treatment. Logos Showing logic or fact
29 Intense crack free. Ethos
Showing credibility or quality of the product
30 Find the best eyebrow color for Ethos Showing credibility or quality
you. of the product
31 Berry bright ready to glow! Logos Showing logic or fact 32 Hijabers approved. Logos Showing logic or fact
33 Open a new flawless look. - -
34 Say hello to our new packaging. Logos To show logic or fact 35 Start your day with us! Pathos
Tried to touch consumers’
feeling or emotion
36 Lips up your day. Pathos
Tried to touch consumers’
feeling or emotion 37 Makeup with skincare benefit. Ethos
To show credibility or quality of the product
38 Paint it like the sky. - -
39 Mousse on, worries gone. Pathos
Tried to touch consumers’
feeling or emotion 40
The powerful drop of
youthfulness. Ethos
Showing credibility or quality of the product
41 Wardah UV shield real protection. Ethos
To show credibility or quality of the product
42
Entrust your skincare to the
experts. Ethos
Showing credibility or quality of the product
43
Beauty isn't created, but
discovered. Be yourself. Pathos
Tried to touch consumers’
feeling or emotion 44
Protect and calming from sunburn
and UV light. Logos Showing logic or fact
45 Intense color, easy to blend. - -
46
Elevate your makeup with perfect
skin preparation. Ethos
To show credibility or quality of the product
47 Freshen up your day! - -
48
Get your Ramadan long lasting
look. - -
49 Look bold, look sharp, look alive. Logos To show logic or fact 50
Start your day with glowing and
fresh look! - -